British Airways: Unwrap the plane

This case study explains how British Airways (BA), the airline, used a gift-wrapped aeroplane and a competition to increase website traffic during the usually quiet pre-Christmas period.

British Airways: Unwrap the plane

OgilvyOne London

How did the campaign make a difference?

Traffic to ba.com is flat in December until the traditional sale starts on the 26th. The campaign managed to drive traffic in the lead-up to the sale and put British Airways on the shopping list for when the sale began.

Social buzz was created by gift-wrapping one of BA's new A380 aircraft, positioning it as a Christmas present to the airline's customers. Over 233,000 site visitors unwrapped a piece of the plane to enter into an instant prize draw to win prizes and a...

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